Playbook for Creative Advertising Complete Course

164 Pages·2004·4.68 MB·English

Playbook for Creative Advertising
Complete Course
Playbook for Creative Advertising
Understanding the
YouTube Ecosystem
There are countless approaches to making great videos.
The insights in this playbook are based on observations of
successful content and strategy, and designed to help you
without putting fences around your creativity. Let’s get started!
Understanding the YouTube Ecosystem | YouTube: Where the World Chooses to Watch
YouTube:
For hundreds of millions of viewers, YouTube is
always on, everywhere: More than half of YouTube
Where the World
views come from mobile devices.1 For brands that
know how to capture and hold users’ attention, it’s
Chooses to Watch
a highly creative outlet full of opportunities to
engage a global audience.
Understanding the YouTube Ecosystem | YouTube: Where the World Chooses to Watch
Attention and Influence Drive Impact
On YouTube, it’s possible to create a video that resonates with
millions of people—a video that’s watched by choice, not seen by
chance. YouTube can build your brand by connecting your
message with your audience where they’re paying attention.
Understanding the YouTube Ecosystem | YouTube: Where the World Chooses to Watch
It’s All About the User
From millennials to moms, your most valuable audience is on
YouTube, watching on every screen—and they’re paying
attention. At any hour, on any device, anywhere, people expect to
find videos that entertain, inform, and connect them with vibrant
communities. YouTube makes it possible for you to meet the
expectations of this audience in a variety of creative ways that
simply aren’t possible on other platforms.
Understanding the YouTube Ecosystem | YouTube: Where the World Chooses to Watch
YouTube is always on, all around the world, on every screen,
1
providing a unique opportunity for brands that know how to
make videos that people want to watch.
Takeaways
2 YouTube can help you achieve your business goals by
connecting you to huge communities of passionate fans.
Understanding the YouTube Ecosystem | About this Playbook
SECTION ONE
About this Playbook There’s a lot of great content out there.
So, how can your video grab attention?
Understanding the YouTube Ecosystem | About this Playbook
This playbook breaks down the collective learnings from some ● BRANDS will find strategies and tools for building content
of the most successful videos and campaigns on YouTube, plans, organizing video distribution, measuring performance,
giving you the tools to make content that effectively captures and more.
the attention of your audience. You’ll find proven techniques to
make your videos stand out and benefit from YouTube’s ● AGENCIES will find best practices for partnering with
influence at key cultural moments. And you’ll learn some creators, guidelines for making the most effective videos,
powerful methods to track your content’s performance. recommendations for advertising formats, and more.
This is a guide for brands, agencies and businesses. However, ● BUSINESSES will find an in-depth look at the elements of
anyone who’s interested in making videos for YouTube is successful videos, tips for building an audience, ways to
encouraged to explore the topics covered here. keep viewers coming back, and more.
Understanding the YouTube Ecosystem | Sources
Sources:
1 YouTube Statistics, March 2017
Playbook for Creative Advertising
Effective YouTube
Advertising Strategy
Begin a successful video campaign by understanding your
objective. Define your core message and tone. Ensure that
your videos meet your brand goals. Find the best ways to
engage your intended audience.